The Research On The Marketing Strategies Improvement Of Tencent K-12 Online School

The year of 2016 is widely acknowledged as the first year of online education.Since 2016,there have been an emerging body of K12 online education companies that attracted enormous investments.In 2020,due to the application of 5G communication technology and the public health crisis caused by coronavirus,the development of K12 online education enterprises began to gain momentum.Surrounded by unprecedented opportunities and challenges,these aspiring companies tried to gain ground by raising capital and building on user traffic.Meanwhile,high cost and low profit have also become the main problems of online education.In July2021,the general office of the CPC Central Committee and the general office of the State Council issued “Opinions on further reducing the burden of homework and off-campus training for students at the stage of compulsory education”,transforming the filing system to the approval system,along with the changed organizational main body and business forms.Against the backdrop of the changed marketplace and new policies,Tencent K-12 Online School is confronted with problems that demand urgent solutions,including how to transition from a profit-driven education company into a non-profit organization,how to carry out marketing activities in a more scientific and effective way,and how to maintain its edge in the fiercer competition.This paper is based on a research focused on Tencent K-12 Online School.Firstly,this paper expounds the relevant marketing theory and explains the current marketing situation facing Tencent K-12 Online School.Secondly,this paper looks into its problems and analyzes the underlying reasons.Around the theme of Tencent K-12 Online School’s marketing management,this paper analyzes its positioning and marketing events from multiple dimensions,such as products,pricing and promotion activities.Based on this analysis,this paper summarizes Tencent K-12 Online School’s marketing highlights and deficiencies,and puts forward suggestions.Finally,in the hope of offering inspiration for other online educational companies,this paper proposes safeguards measures that can not only strengthen Tencent K-12 Online School but also ensure the successful implementation of marketing strategies.On this basis,this paper gives specific suggestions for the development of K12 online education industry in the era of "double reduction" : under the background of the new policy,education providers should abide by laws,create research-based education services and products for non-test-taking purposes and public welfare,meet the demands for high-quality vocational education,and improve learning experience and effeciency with advanced technology.